THE RISE AND FALL OF THE ROCK ‘N’ ROLL DISC JOCKEY: 1950-1970 By EDWARD G. SALSBERRY A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2014 1 © 2014 Edward G. Salsberry 2 To My Mom: Thank you for always believing in me To Chip and Matthew: Thank you for giving me the motivation to succeed 3 ACKNOWLEDGMENTS The foundations for the research and writing of this dissertation began many years ago with helpful and caring scholars that I now consider friends. I wish to thank Dr. Kathy Merlock Jackson and Dr. Bill Ruehlmann at Virginia Wesleyan College for renewing my interest in writing and providing me with the foundations of mass communication that I could build on to write this dissertation. I am indebted to Dr. Stanley Tickton at Norfolk State University for his vast knowledge of broadcast administration and media law which introduced me to events in radio history that lay at the heart of this dissertation. I would like to express my appreciation to Dr. David Ostroff, the chair of my committee, who helped me narrow my research topic from a myriad of broad ideas. I truly appreciate the work and support of the other members of my supervisory committee including Dr. Bernell Tripp, who provided me with the motivation to pursue my interest in radio history and provided the foundations for conducting historical research; Dr. Ronald Rodgers, whose editorial review was invaluable; and Dr. Benjamin Wise, who graciously agreed to be a member of this committee after only one meeting. Their collection of knowledge on American and mass communication history were critical in the construction and research of this dissertation. Special thanks go to those who graciously took the time to allow me to interview them for this study: “Cousin Brucie” Bruce Morrow, Peter Altschuler, Hunter, and Barry Michaels. Their insight into the history and evolution of rock ‘n’ roll radio and disc jockeys proved invaluable. Either from personal experience or family history, their contributions to this study span over half a century of information vital to this study. 4 I must also thank the Office of Graduate Studies at the College of Journalism and Communications, particularly Mrs. Jody Hedge who seems to know every student individually and goes out of her way to help guide students through the administrative processes; Dr. Debbie Treise, whose help at the outset of my admission to the program was immeasurable. Finally, I must extend my eternal gratitude to my wife Susan, who put up with an absentee partner throughout this journey due to late night studies and research. Many weekends were spent researching this study and she took care of things at home while I was otherwise distracted. This culmination of research would not have been possible without her love and support. 5 TABLE OF CONTENTS page ACKNOWLEDGMENTS .................................................................................................. 4 ABSTRACT ..................................................................................................................... 8 CHAPTER 1 INTRODUCTION .................................................................................................... 10 Statement of Purpose ............................................................................................. 10 Methodology ........................................................................................................... 12 Literature Review .................................................................................................... 14 Structure of Dissertation ......................................................................................... 23 Implications ............................................................................................................. 24 2 HISTORICAL EVENTS IN AMERICAN CULTURE ................................................. 27 1950s ...................................................................................................................... 28 Civil Rights ....................................................................................................... 28 Television ......................................................................................................... 31 Rock ‘n’ Roll Development and Social Impact .................................................. 35 1960s ...................................................................................................................... 47 Equal Rights ..................................................................................................... 47 Rock ‘n’ Roll and Flower Power ........................................................................ 53 Beatlemania and the British Invasion ............................................................... 59 Payola .............................................................................................................. 65 Summary ................................................................................................................ 74 3 ALAN FREED ......................................................................................................... 77 Biography ................................................................................................................ 77 Payola ..................................................................................................................... 80 4 DICK CLARK .......................................................................................................... 86 Biography ................................................................................................................ 87 Payola ..................................................................................................................... 94 5 BRUCE MORROW ............................................................................................... 104 6 WOLFMAN JACK ................................................................................................. 119 Early Life ............................................................................................................... 119 Birth of The Wolfman ............................................................................................ 125 Border Radio ......................................................................................................... 131 6 Big Breaks ............................................................................................................ 136 7 SUMMARY AND CONCLUSIONS ........................................................................ 142 Present Day .......................................................................................................... 152 Discussion ............................................................................................................ 155 APPENDIX EXAMPLES OF DJ FAN CLUB CARDS .................................................. 158 REFERENCES ............................................................................................................ 160 BIOGRAPHICAL SKETCH .......................................................................................... 182 7 Abstract of Dissertation Presented to the Graduate School of the University of Florida in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy THE RISE AND FALL OF THE ROCK ‘N’ ROLL DISC JOCKEY: 1950-1970 By Edward G. Salsberry December 2014 Chair: David Ostroff Major: Mass Communication In the last several decades, the role of the American disc jockey has evolved along with music and technology, each having an effect on the other. The evolution of rock ‘n’ roll music in the 1950s led to a different sound on the air, and not just with the music. The radio announcer had evolved into the disc jockey, someone that connected with the music and the listeners. Several disc jockeys in music radio, beginning in the 1950s and extending throughout the 1960s, revolutionized the impact of radio through rock ‘n’ roll music on a new generation of listeners. Four such disc jockeys were selected for this study as examples of this impact: Alan Freed, Dick Clark, “Cousin Brucie” Bruce Morrow, and Wolfman Jack. Rock ‘n’ roll radio today lacks those prominent voices instantly identifiable by a mass audience outside of a radio station’s geographical area, but national recognition may not be necessary for the disc jockey to continue to have an influence on the perpetual viability of rock ‘n’ roll radio and retain their connection to the listener. The disc jockey has evolved into the on-air personality, more focused on entertainment than the music and many have shifted from music as a base for their radio shows to an all- talk format such as morning shows. The purpose of this study is to examine the impact 8 of these disc jockeys on radio and rock ‘n’ roll and the future need for disc jockeys in terrestrial radio. 9 CHAPTER 1 INTRODUCTION Statement of Purpose Disc jockeys are the connection between the music and the listeners. No one knows more about each than the person on the air. The early years of rock ‘n’ roll radio thrived on that connection and the importance of the disc jockey was proven over and over again in the popularity of personalities like Alan Freed, Dick Clark, “Cousin Brucie” Bruce Morrow, and Wolfman Jack. These people influenced generations of listeners and musicians, often playing music on